Sure has teamed up with three top Premier League sides as it looks to link its brand with high-pressure moments in football.
Through the partnerships with Chelsea, Manchester City and Everton, the brand will deliver real-time and relevant social content reacting to top moments in each team’s fixtures.
Josh Plimmer, brand manager of Sure UK & Ireland, said that these clubs provide “the perfect platform to deliver our brand purpose”. This purpose, he said, is to encourage people to move more and to live more.
He added: “Football is the most watched sport in the UK and is a key passion point for the brand’s target audience.”
The Pressure Series, YouTube videos in which Premier League players take part in nerve-wracking challenges, will also make a return. The brand will hope to top the 30m views delivered during the 17/18 season.
Sure’s ‘Goal Pressure Index’ from Perform Media’s stats arm Opta will also rate player and team performances. The brand will highlight moments of confidence that changed select games.
The partnerships grant Sure in-stadium LED ads, tickets, hospitality, access to players and ‘money can’t buy’ experiences to offer consumers.
Damian Willoughby, senior vice president of partnerships for Manchester City, said: “The brand has a great pedigree of working with sporting organisations and athletes and we look forward to working together to engage with City fans.”
Chris Townsend, commercial director at Chelsea FC, added: “Over the past two years, we have worked closely with Sure to successfully deliver some truly best-in-class and award-winning campaigns. We look forward to our continued collaboration and creating a new wave of innovative activations to entertain and engage our millions of fans.”